FILE PHOTO: Children playground miniatures are seen in front of displayed Youtube logo in this illustration taken April 4, 2023. REUTERS/Dado Ruvic/Illustration/File Photo
YouTube is giving respite to some users who watch videos on TV. The platform has said that it will show fewer ad breaks but they may have to deal with longer advertisements. The Google-owned company had been testing multiple ways how ads are shown during videos on connected TVs for a while now.
“Viewers expect a different ad experience depending on the content they are watching. When it comes to long-form content on TV screens, 79% of viewers would prefer video ads that are grouped together instead of distributed throughout a video,” the company said in a post.
Google says that it evaluated fewer, longer ad breaks, and found in early testing on connected TVs that over half of YouTube CTV streamers experienced 29% longer viewing sessions before their next ad break.
Availability and what’s different
Users across the globe, including in India, will be able to experience these improvements on certain long-form content on connected TVs.
The company’s research also showed that a majority of viewers prefer knowing the total time remaining in the ad break versus the number of ads being served.
“With this launch, viewers will also see the time left until the break ends or they can skip to the content. Expect to see these changes roll out soon,” the company said.
YouTube brings ads on Shorts to TVs
YouTube will also be bringing advertisements to Shorts. So, users will see ads in between Shorts on TV just the way they see on mobiles and they can be skipped through using your remote.
“A little more than a year ago, we brought YouTube Shorts to the big screen. Since then, we’ve seen viewership explode. Globally, views of YouTube Shorts on connected TVs have grown by more than 100% from January to September 2023,” the company said.
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